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As a product discovered over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”